Here are some tips to increase your Twitter followers: - Identify and engage with influencers in your field/industry that care about your work. Have meaningful conversations with them. - Follow interesting people in your network honestly - those you think would value your contributions. - Tweet valuable, relevant information that is not just about your own organization. Share industry news and insights. - Use hashtags to join relevant conversations and get discovered. - Promote your Twitter profile on your other social networks and website to drive more people to follow you. - Retweet and engage with your followers to build relationships over time. The key is to add value first before promoting yourself. Build quality connections and conversations

1. Becoming A Networked NGO
Using Social Media Effectively
Day Three: Social Media Tools and Practicum
June 11-14, 2012
India

2. Day Three: Effective Social Media Practice
Overnight Reflections
What are some of your
insights from yesterday?
What are you most
curious about learning
today?
Practice tweeting your
reflections by using the
hashtag #netngoin

3. Day Three: Effective Social Media Practice
How To Enjoy A Buffet
Today is about exploring the best practices of different tools,
including monitoring, blogs, Twitter, and Facebook. The purpose
is to provide an introduction to the different platforms so you
can comfortably use them. You won’t need to adopt all of them
for the action learning project, but you will know what they are
and the basic techniques.
Flickr photo by Littlelakes

4. Day Three: Effective Social Media Practice
Social Media Tools & Practicum - Theme of the Day
Shoulder to Shoulder Learning

5. Day Three: Effective Social Media PracticeSocial Media Tools
& Practicum Agenda
AGENDA
OUTCOMES
Reflection
Intro to tools
Facebook Best Practices and
Practicing
Share best practices
Brand Monitoring
Hands-on exercises
Twitter Best Practices and
Practicing
FRAMING
Open Clinic and Practice
Content Curation: Pinterest Balance of peer learning &
expert sharing
Blogging Basics
Interactive
Fun! Don’t Be Shy!
Reflection
Laptops up/Laptops Down

6. Survey Snapshot
DON’T USE
HAVE
DO
USE
DO DON’T
NOVICE USE USE
BEGINNER
DON’T
USE
Brand
Social Media Skills Monitoring
E-questionnaire

7. Day Three: Effective Social Media Practice
Today we’re going to look at different social channels and the best practices and
techniques for using them

8. Day Three: Effective Social Media Practice
Speed Geeking
Mr. Facebook Blog
Ms. YouTubeTwitter

9. Day Three: Effective Social Media Practice
Facebook Best Practices & Practicing
Objectives
Look and feel
Work flow
Listening
Engagement
Content
Measurement

10. Why Facebook?
Source: Socialbakers and Witness

11. Day Three: Effective Social Media Practice
Use Facebook with Intent
• Keep current audiences engaged between events
• Raise brand awareness
• Identify and recruit new audiences to your events, programs,
concerts, or exhibits
• Inspire conversation online/offline to support audience
development
• Get new ideas and feedback on programs and services
• Research what people are saying about your organization
• Drive traffic to web site or blog
• Social content generation
• Identify and build relationships with influencers, allies &
supporters

12. Day Three: Effective Social Media Practice
Facebook Best Practices & Practicing - Make it SMART!
S Specific
1. How Many
M Measurable many?
Review! A Attainable
R Relevant
T Timely
2. By when?

13. SMART Intent - E-Mediat Tunisia Facebook Page

14. Example – Intent of Your Facebook Page
Intent:
Inspire conversations related to E-Mediat, civil society and NGO
training goals
Objective:
By the end of December, 2012, we will increase average comments
per post from 0 to 3
Between June and December, 2012 we will increase posting to once
a day
Compare to your current baseline:
• What is your average comment per post?
Benchmark median number of daily comments per post with your
peer organizations.

15. Example – Intent of Your Facebook Page
Intent:
Raise brand awareness
SMART Objective:
By the end of December, we will have 1000 Fans
What’s your current baseline:
How many Fans does your Page have now?
Compare To:
Other similar organizations

16. Day Three: Effective Social Media Practice
Facebook Best Practices & Practicing - Work Flow
Set Up Monitor
Team
Measure Respond
Facebook
Work Flow
Challenge
2-6 Hours of
Per Week Engage Content Transfer

17. Day Three: Effective Social Media Practice
Facebook Best Practices & Practicing - Work Flow
• Who is your page administrator? You can have an unlimited
amount so why do it alone?
• Will you post as yourself or your page? You can now toggle
between both!
• Time management prevents you from spending all day on
Facebook. Dedicate chunks of time to have conversations. This
leaves time for planning as well as collecting & analyzing data.
• Tips for being effective: Spend your time being a resource,
engaging, moderating & measuring.
• Do you have a Facebook Use Policy? This is useful if you have a
staff and/or volunteers helping you.
• What is your Community Policy? This is where you can outline
what types of posts are appropriate.
• Thinking beyond the Brand Page: Subscribe to staff profiles

18. Day Three: Effective Social Media Practice
Facebook Best Practices & Practicing - Work Flow
Source: Inbound Marketing Zombie

19. Day Three: Effective Social Media Practice
Facebook Best Practices & Practicing - Policy

20. Day Three: Effective Social Media Practice
Look and Feel
Credit: Mari Smith

21. Day Three: Effective Social Media Practice
Facebook Best Practices & Practicing - Brand Page Examples

22. Day Three: Effective Social Media Practice
Facebook Best Practices & Practicing - Brand Page Examples

23. Day Three: Effective Social Media Practice
Facebook Best Practices & Practicing - Brand Page Examples

24. Day Three: Effective Social Media Practice
Facebook Best Practices and Practicing
Listening & Networking
Find Out Where Your Fans Hang Out on Facebook -
Identify Facebook Pages that attract a similar target
audience and participate as your page
Recruitment campaigns – All Channels

25. Day Three: Effective Social Media Practice
Facebook Best Practices and Practicing - Listening &
Networking

26. Day Three: Effective Social Media Practice
Networking: Recruitment Campaigns

27. Day Three: Effective Social Media Practice
Facebook Best Practices and Practicing - Engagement
• What will you do after someone likes your page?
• Start conversations
• Always be commenting
• Tag your friends in posts, pictures & videos
• Identify super fans – they are your key influencers
• Call to action!

28. Day Three: Effective Social Media Practice
Start Conversations

29. Day Three: Effective Social Media Practice
Always Be Commenting

30. Beethoven Festival Fan Page
Specific What is your favorite Beethoven Symphony?
Yes or No Is Beethoven’s Fifth Symphony, your favorite?
Timely Today is Beethoven’s Birthday! How are you celebrating?
Edgy Do think music in the schools should be cut from public school budgets?
Photo What do you think of Beethoven’s family portrait?
True or False True or False: Beethoven was completely deaf when we wrote the 9th
Symphony
Direct Why do you think people love or hate classical music?
Preference Do you like early or late Beethoven?
Fun If you were stuck on a deserted island with one Beethoven CD to listen to ….
Events Who is attending our All-Beethoven Piano Music concert?
Experience What was your favorite moment from our All-Beethoven Piano Music concert
last night?
Humanistic Have you seen someone fall asleep at a classical music concert?
Tips What is your favorite restaurant for before concert dining?
Mad Lib If Beethoven’s (fill in the name of piece) was on the concert program, I
would not miss it for the world.

31. Day Three: Effective Social Media Practice
Exercise: Brainstorm 5 Questions for India Page

32. Day Three: Effective Social Media Practice
Facebook Best Practices and Practicing - Content
1. Variety of content types and consistency
2. Short: 80 characters or less for status updates
3. Eye catching images with bright colors and relevant content
4. Include a call to action: share, like, comment
5. Celebrate milestones, share good news
6. Timely topics with the right frame for your audience
7. Experiment with varying times of day/day of the week
8. Repeat proven stuff
9. Always be commenting
10. Weekly/monthly review of analytics to better understand what resonates

33. Day Three: Facebook Best Practices and Practicing -
Content: Eye Catching Images

34. Day Three: Facebook Best Practices and Practicing -
Content: Timely Topics Relevant Frame

35. Day Three: Facebook Best Practices and Practicing -
Content: Celebrate Milestones

36. Day Three: Facebook Best Practices and Practicing -
Content: Different Times/Days

37. Day Three: Effective Social Media Practice
Fish Bowl Exercise: Brainstorm Editorial Calendar
Month Content/Type Program/Topic
Monday Question
Tuesday Photo
Wednesday Video
Thursday Link
Friday Question
Monday Question
Tuesday Photo
Wednesday Video
Thursday Link
Friday Question

38. Day Three: Effective Social Media Practice
Facebook Best Practices and Practicing - Measurement
Reflect and Refine
Facebook Insights help you look behind the “Like”

39. Day Three: Effective Social Media Practice
Facebook Best Practices and Practicing - Measurement
Facebook Metrics for Content Strategy 30 minutes a week
1. Collect metrics that help measure per-post content resonance against your FB
editorial calendar spreadsheet
2. Start with reach and virality – then add date/time
3. Look for patterns – successes and failures
4. Do a content analysis of comments to generate insights
5. Collect and analyze weekly data from FB Insights
6. Reflect on patterns and use them to make adjustments to your editorial
calendar

40. Day Three: Effective Social Media Practice
Facebook Best Practices and Practicing - Measurement
Reach = The # of unique people who have seen your post in their newsfeed (in
the past 28 days).
Virality = The percentage of people who clicked, shared, liked or commented
on the post (in the past 28 days).

41. Day Three: Effective Social Media Practice
Facebook Best Practices and Practicing - Measurement

42. Where are the mountains?
Where are the valleys?

43.  Had highest virality rate

44.  Post fun, geeky visual content
that is useful on Fridays

45. Day Three: Effective Social Media Practice
Facebook Best Practices and Practicing - Measurement
 Post visual, practical, funny and geeky content
on Friday and call it “Fun Friday Share”
 Ask people to share it
 Share content of influencers
 Can get away with not posting during holidays

46. Day Three: Facebook
What did you learn? What resonated? What is still unclear?

47. Day Three: Effective Social Media Practice
Facebook Best Practices and Practicing - Time to Practice!
Let’s get started practicing some of these techniques or
help set up a practice site.
We’ll continue after the break.

48. BREAK!
15 minutes to enjoy coffee, tea & snacks

49. Day Three: Effective Social Media Practice
Facebook Best Practices and Practicing - Continued Practicing
Let’s keep practicing.
Ask questions & work together.

50. Day Three: Effective Social Media Practice
Brand Monitoring and Listening
Why
Take Action Keywords
“Listening” or tracking
what people are saying
about your brand or issue
has always been hailed at
the first most important
Get Insights step in building your social Observe
media or network
strategy.
Influencers Sources

51. Day Three: Effective Social Media Practice
Brand Monitoring: Why?
• To know what’s happening online, to have a starting
point for your organization or campaign
• To identify good sources and content for your content
strategy
• To get to know your audience, supporters, networks
• To start to realize/observe patterns and have a baseline
so that you can optimize your online work
• To know general trends about civil society
• To know what the government and your peers are doing
online

52. Day Three: Effective Social Media Practice
What are your objectives for listening?

53. Day Three: Effective Social Media Practice
Keywords
• Other nonprofit names in your space
• Programs, services, and event names
• Well-known personalities associated with your org.
• Other nonprofits with similar programs or names
• Your brand or tagline
• URLs for your blog, website, online community
• Industry terms or other phrases that illustrate your
mission
• What are your key words? Brainstorm a list.

54. Keywords:
• E-Mediat Tunisia
• Emediat Tunisia
• NGO
• NGO and Social Media
• Civil Society and NGO
• Chema Gargouri

55. California Shakespeare Theater
Misspellings California Shakespeare Theatre
California Shakespeare Festival
Cal Shakes
Jonathan Moscone (name of director)
Susie Falk (name of artist)
As the season approaches -- the names
of that season's directors and
productions.

56. Day Three: Effective Social Media Practice
What are your keywords for listening?

57. Day Three: Effective Social Media Practice
How To Use Google Alerts
Type in Your Keywords Here
Alternate is to use “Feed” but
need to use RSS Reader
http://www.google.com/alerts
“As it happens” for campaign –
need to use RSS Reader

58. Day Three: Effective Social Media Practice
• Create an alert and you can
preview what it will return
with different options
• Might take a few tweaks to get
what you need – too much, too
little

59. Day Three: Effective Social Media Practice
Shoulder-to-Shoulder Pair
Find a partner and work together to explore setting up different
Google Alerts

60. Day Three: Effective Social Media Practice
Add More Keyword and Content Discovery Tools As You Go

61. Day Three: Effective Social Media Practice
Is anyone afraid of this happening?

62. Day Three: Use An RSS Reader
Type in the URL of your Google
Alerts or blogs

63. Day Three: Google Alerts in Reader
Right Click
Paste URL

64. Day Three: Add Source (Blogs) To RSS Reader

65. Day Three: Organize

66. Day Three: Organize

67. Day Three: Effective Social Media Practice
Shoulder-to-Shoulder Exercise
Find a partner and work together:
(1) Write down the name of 3 or 4 blogs or web sites that are important
to follow for your strategy
(2) Add them to your reader in a folder
(3) Add the RSS feeds of your google alerts to a google alerts folder

68. Day Three: Good Habits
• Small block of time
for daily reading
• Clean house,
reorganize
• Don’t feel
obligated to read
everything

69. Listening and Curation WorkMedia Practice
Day Three: Effective Social Flow: Who?
Brand Monitoring Work Flow
Read
Set Up
Action Analyze
Team or
Solo
1-2 Hours Discuss Report
Per Week

70. Day Three: Twitter Best Practices and Practicing
Objectives
Look and feel
Work flow
Listening
Engagement
Content
Measurement

71. Day Three: Twitter Best Practices and Practicing
What’s your Intent?
• Keep current supporters • Recruit volunteers
engaged • Coordinate meetings with
• Inspire conversation to officials and policy leaders
support communications • Identify Influencers like
goal journalists using Twitter and
• Create buzz around an encourage them to use you
offline event before, during, as a source
and after • Identify and build
• Get new ideas and feedback relationships with allies &
on programs and services supporters
• Program support to clients • Sharing key points about
• Drive traffic to web site or your issue
blog (Google)

72. Day Three: Twitter Best Practices and Practicing
Make It Smart
S Specific INTENT:
SMART OBJECTIVE:
M Measurable
CURRENT BASELINE:
A Attainable
BENCHMARK OR COMPARISON:
R Relevant
T Timely

73. Brand Twitter Profile: Does It Match Your Brand?

74. Who Will Tweet?
Nonprofit Brand

75. Who Will Tweet?
Executive Director

76. Who Will Tweet?
Staff person

77. What To Tweet
• Tweet relevant valuable information (not just your
organization’s content)
• Link to editorial calendar
• Use #hashtags
• Reply instead of post
• Share Photos
• Say something provocative or funny
• Ask questions

78. How to Write Great Tweets
Omit Needless Words
Describe, Simplify, Avoid
One thought per Tweet

79. What makes this a great tweet?

80. What makes this tweet great?

81. Twitter Best Practices and Practicing – Discover
Demo Twitter Search and Lists
• Search for Hashtags
• Interesting conversations and users
• Other organizations
• Explore lists and other users other
organizations are following

82. Twitter Best Practices and Practicing – Manage
Using lists helps you
stay organized as you
keep an eye on
various groups of
people or
organizations.

83. #netngopk

84. Increase Your Twitter Followers
• Converse with influencers
that care
• Honestly follow interesting
people
• Tweet relevant valuable
non org centric information
• Network weave
• Promote on other
properties (web, cards, etc.)
• Hashtagged conversations

85. Practice Engagement on Twitter
• Re-tweet a tweet from one of the organizations you followed
• Tweet a question with the #maternalhealth tag
• Ask a question of a Twitter user
• Respond to someone’s question
• Retweet a tweet manually and add something to enhance the Tweet
• MT tweet – it is a retweet that you have modified
• Tweet with the #netngoin hashtag about what you discovered

86. What to Tweet: Avoid Ruts
Link Content To Editorial Calendar

87. Twitter in 20 Minutes A Day

88. Increase Your Twitter Followers: Engagement
Search
Thank Scan
Twitter Office Minutes
Retweet Reply

89. Twitter Best Practices and Practicing – Manage
Buffer:
· Create account: NGOs can use
free option that allows 10 tweets
a day or paid options that allow
more posting if the NGO can
afford that
· Link buffer to your NGO twitter
account
· Define settings and your NGO
posting schedule

90. Twitter Best Practices and Practicing – Manage
Use Apps
Tweet on-the-go!
Document real-time happenings
Stay on top of breaking news &
interactions

91. Twitter Best Practices and Practicing – Manage
Use Apps

92. Day Three: Effective Social Media Practice
Twitter Best Practices and Practicing -Engage

93. Day Three: Effective Social Media Practice
Twitter Best Practices and Practicing - Measure

94. Using BitLy as Your URL Shortener

95. Day Three: Effective Social Media Practice
Twitter Best Practices and Practicing - Measure

96. What is one idea that you can practice that can help you
improve?

97. Day Three: Effective Social Media Practice
Twitter Best Practices and Practicing
Let’s practice!
#netngoin

98. BREAK!
15 minutes to enjoy coffee & tea while you Tweet!

99. Day Three: Effective Social Media Practice
Open Clinic and Practice
We are going to practice using the platforms we’ve explored today
or we demo and explore blogging, Pinterest or other tools
Let’s work with one another, create, and ask questions.

100. Day One: Introducing the NetworkedPractice
Day Three: Effective Social Media Nonprofit
End of Day Reflection – Paired Share
End of Day Reflection
What questions do you
still have?
What is clear?

101. ADJOURNED!
Have a wonderful evening.
We look forward to seeing you in the morning.

102. Day Three: Effective Social Media Practice
Pinterest
Pinterest is a virtual pinboard where
you can organize and share images
and videos in curated collections.
Think of it as social network of
visuals - where you can easily collect
and add images from other sources
on the web or other pinterest users.
The clean interface and simplicity of
features make it easy to use and
gives you a calm feeling which
perhaps accounts for its popularity.

103. Pinterest
Users

104. Day Three: Effective Social Media Practice
Pinterest
Visual curation
tool – can also be
linked to
Facebook or help
you organize
content for other
channels.

105. Day Three: Effective Social Media Practice
Ideas for NGO Boards on Pinterest
• Share more than just your organization’s content
• Share visuals of your cause
• Share infographics about your cause
• Share your organization’s story through pictures
• Share your stakeholders’ stories about your issue or
cause
• Calls to action for campaigns
• Compelling photos – photo of the week
• Wish lists
• Products
• Document events
• Spread your messaging

106. Day Three: Effective Social Media Practice
Ideas for NGO Boards on Pinterest

107. Day Three: Effective Social Media Practice
Ideas for NGO Boards on Pinterest

108. Day Three: Effective Social Media Practice
Blogging Basics - Introduction
• How blogging can support your integrated content strategy
• Editorial focus
• Listening as research for blogging stories
• Types of blog posts
• Using photos and videos
• Encouraging comments
• Who does the work

109. Day Three: Blogging Basics - Supports Content Strategy

110. Day Three: Effective Social Media Practice
Blogging Basics - What is Your Editorial Focus
What are you going to write about?
Will it support your social media strategy?
How can you balance writing about your
organizations versus other issues or topics?
What will be useful to your audience?
How often will you publish blog posts?
Answer these questions in a
brief, editorial mission
statement.

111. Day Three: Effective Social Media Practice
Blogging Basics - Editorial Focus Mission Statement
Things to consider:
• Our NGO blog will publish stories about our organization’s
program and related topics in our country. Our social media
strategy objective is to raise awareness of our organization’s
work and to be regarded by others as a leader on the topic.
• Our NGO blog will have 50% of our posts about our programs
and 50% about the topic in general. The latter will include
how to posts, tips, case studies, and summarize important
research.
• Our NGO will publish three blog posts per week that will be
written by people on staff and occasional guest bloggers.

112. Day Three: Effective Social Media Practice
Blogging Basics - Listening and Engaging
Who are the important NGOs, bloggers, media platforms and thought
leaders covering your topic?
Are there keywords and phrases that you want to track on your listening
dashboard to help guide your blogging content?
Comment on blogs and link to them in your posts.

113. Day Three: Blogging Basics -Types of Blogs
Organizational and Program Delivery

114. Day Three: Blogging Basics -Types of Blogs
Executive Director Blog

115. Day Three: Effective Social Media Practice
Blogging Basics - Types of Blog Posts
Instructional Informational Research Interviews
Case Study Lists Tips Guest Post

116. Day Three: Blogging Basics - Types of Blog Posts
Interviews

117. Day Three: Blogging Basics - Types of Blog Posts
Case Studies

118. Day Three: Blogging Basics - Types of Blog Posts
Lists

119. The Perfect Blog Post
The Perfect Blog Post
POST TITLE
15 words
Opening paragraph or less
What is post about?
Keyword Caption
Image to Body of the Post
Keyword
illustrate post Topic sentence for each paragraph
phrases
Sensible linking
Use headers
Use images or videos to support text
Conclusion
Lesson Learned
End with a question to encourage comments Respond to all
Consider comments
follow up
posts Related Posts

120. Day Three: Effective Social Media Practice
Blogging Basics - Why Use Images?
• Because a picture is worth a 1,000 word post. Blogs with pictures tell a far
more interesting story than those without.
• There are millions of posts being written, those with photos grab attention
• Photos make your posts more engaging and appeal to your readers
emotional senses
• Help improve reader comprehension
• Photos add a personal touch to your blogging which fosters conversation
• For those reading via RSS readers, this encourages them to ‘pop’ out of
their reader because RRS readers are text-based designs.
• Helps with SEO
• Images are good at the start of your post to draw people into reading it.
• Provides a visual example of what you are talking about
• May help you make your points in a stronger way.

121. Day Three: Effective Social Media Practice
Blogging Basics - Ways to Use Images
• Logos of orgs or events you
are writing about
• Screen captures if you are
talking about a web-based
service or something
technically related
• Photos of yourself, the writer
or person you are
interviewing
• Images that prove a point
• Images that show examples
throughout the post
• Images as Visuals For Title
• Images to inspire

122. Day Three: Effective Social Media Practice
Blogging Basics - Where to Get Images
You can take your own with a
digital camera – you don’t need
anything fancy
Screen capture software like
“SnagIt”
Social photo sharing sites like
Flickr, but use Creative Commons
licensed photos

123. Day Three: Effective Social Media Practice
Blogging Basics
Share your
thoughts!

124. Day Three: Effective Social Media Practice
Blogging Basics - The Work Flow
Reading
Writing Commenting

125. Small Group Exercise: Flesh Out Your Blog Post Ideas
Steps
1. Review the ideas you
have for blog post topics.
2. Write a description of
what the post will be
about and the format
3. Identify if you need to do
research for additional
information
4. What image can you use
to illustrate your post?